Payit, a digital financial platform in the UAE backed by First Abu Dhabi Bank, has partnered with Rewardz to launch its customer rewards programme, marking another milestone in Payitâs evolution into a broader digital financial ecosystem designed to help customers send, spend, save, borrow, and manage their finances through one seamless app experience.
Powered by Rewardzâs advanced technology and rewards marketplace, the programme introduces a fully integrated rewards layer within the Payit app.
Customers can earn rewards through a range of activities across the platform, including transfers, payments, salary transfer, and promotional campaigns, with redemption options across lifestyle and retail categories. As well as through Payit vouchers that can be used across Payit services within the app.
As part of its broader evolution, Payit continues to expand beyond payments and remittances by offering digital accounts, salary accounts, lending capabilities, rewards, and other banking features through one secure and accessible platform. 
Rewardz Co-founder and CEO Middle East Jaya Maru commented: âWe are proud to partner with Payit on this landmark initiative. This collaboration highlights the growing importance of embedded loyalty in fintech and demonstrates how organisations can leverage scalable technology to drive meaningful customer engagement and business growth.â
This collaboration reflects a broader shift within the fintech industry, where digital financial platforms are evolving beyond transactional services to deliver more integrated and value-driven customer experiences. Rewards and personalized engagement are increasingly becoming key differentiators within the digital banking and payments landscape.
At the same time, enterprises are recognising the importance of customer experience as a key growth driver. Behaviour-driven engagement strategies are replacing purely transactional models, with rewards playing a central role in influencing user behaviour and fostering long-term loyalty.
A key enabler of this transformation is embedded rewards infrastructure. Through SPUR, its plug-and-play APIs and scalable technology stack, Rewardz allows companies like Payit to rapidly deploy sophisticated loyalty programmes without the need for complex in-house development. This SaaS-driven approach is accelerating time-to-market while reducing operational complexity.
The launch also underscores the UAEâs position as a global hub for digital innovation. With strong government support for digital payments and fintech adoption, the market continues to see rapid growth and increasing competition. In this environment, differentiated customer experiences are becoming essential for sustained success.
The new rewards programme is now live and available to Payit users across the UAE.
